Today, digital marketing is going through a phase of profound transformation, moving towards an era without third-party cookies – Google has announced that its Chrome browser will no longer support third-party cookies starting in the second half of 2024 – and thus requiring the adaptation of the various analysis, monitoring and advertising platforms used by digital marketers and advertisers.
Google Analytics 4 (or GA4) was created precisely to respond to these new needs and offers professionals in the sector a wide range of tools to face the future of web tracking.
In this post we will try to shed some light, examining the reasons behind the transition to GA4, the differences compared to the previous version (known as GA3 / Universal Analytics), the advantages for professionals and the impact of Cookiegeddon on marketing strategies.
Understanding Cookies to Prepare for Cookiegeddon: Differences Between First- and Third-Party Cookies
Before delving into the reasons behind the switch to GA4, it is useful to understand what cookies are and the differences between first-party and third-party cookies. Cookies are small text files that websites store on your device while you browse the internet. They have various functions, such as tracking your preferences, saving your login information and monitoring your online behavior.
There are two main types of cookies: first-party cookies and third-party cookies.
First-party cookies are created and managed by the website you are visiting
For example, when you visit an e-commerce site and add some products to your cart, the site stores this information in a first-party cookie. These cookies allow the site to remember your preferences and the actions you take while browsing the site itself.
Third-party cookies, on the other hand, are created and managed by websites external to the site you are visiting. They are mainly used for advertising purposes, such as remarketing and profiling: these cookies allow advertisers to track users across austria phone number list different websites and create detailed profiles of their browsing habits. However, the use of these cookies raises concerns about user privacy and has led to regulatory interventions, do b2b companies need social media guidelines? such as the GDPR. As a result, the industry is gradually abandoning third-party cookies and adopting new marketing and tracking strategies.
Google has long since begun to develop. And test an alternative to third-party cookies to be ready for Cookiegeddon: it is called. Privacy Sandbox and its goal is precisely to offer marketers and advertisers an effective tool for targeting and measuring advertising campaigns. While remaining respectful of user privacy.
Why is Google switching to GA4?
Given the above, it is easy to answer this question. The growing concern for user privacy and the evolution of data protection regulations, such as the. GDPR , have led to an increased focus on third-party cookies. Used by the previous version of Google Analytics.
In this context, GA4 aims to ensure user privacy without sacrificing. The quality of the information collected, balancing the needs of marketers with the protection of user privacy.
For this reason, starting from March 2023, Google has vietnamese offer adopted. The Future of a more incisive approach in view of the deadline of July 1, 2023:
- For each Google Analytics account, a new GA4 property is automatically. The Future of created based on the settings of the existing Universal Analytics property;
- If you have already created a GA4 property linked to a Universal. Analytics property and have not yet transferred the configurations, they will be transferred automatically.